Neighbourfood

Creative idea

In Turkiye, gifting a Borcam, a glass baking dish filled with homemade food, when someone moves into a new home is a tradition that symbolizes deep-rooted hospitality. Recognizing that urban lifestyles might cause this tradition to fade, Borcam took an innovative approach by transforming moving trucks into mobile billboards. Knowing that neighbors often peek out their windows to see who's moving in, these trucks displayed welcoming messages that not only invoked the spirit of neighborliness but also capitalized on residents’ curiosity about new neighbors. By encouraging residents to personally meet newcomers instead of merely speculating, Borcam turned each move into a chance to strengthen community bonds and revive traditional welcomes.

Brand name: Paşabahçe
Advertiser / client: Happy People Project / Paşabahçe
Product / service: Borcam
Campaign name: Happy People Project
Agency network: INDEPENDENT AGENCY
Agency: Happy People Project, İstanbul
Additional company: Shortcut, IPD, The3 Casting
Web address: https://www.instagram.com/p/C-5RcVJIy4u/?igsh=ajI4bXZmNmhrcXcz
Agency chief executive officer: Orçun Onural, Yaşar Akbaş
Chief creative officer: Ergin Binyıldız
Executive creative director: Deniz Çavdar, Atilla Karabay
Creative director: Mesut Yüksel, Şadi Akbudak
Art director: Eyşan Ersoy
Copywriter: Tamay Doğan
Account director (agency): Tuba Karaca Azak
Client account director: Güneş Beykal, Damla Özsaraç
Strategic planner / strategist: Özgün Özkalay
Senior planner: Nilüfer Özlem Akbaş, Maral Karagöz, Ezgim Avkaroğulları
Film production: Shortcut
Agency producer: Sevinç Öktem, Ali Çiçek, Tuna Aktaş
Post production: IPD
Digital creative: Yasemin Küçük, Seher kış, Sümeyra Gümüllü, Demet Acar,, Ezgi Kasar, Ertunga Akgün
Additional company: Account supervisor: Alança İşcanlı Account Executive: Tuğçe Çetin